Research On Yichun Tourism Cultural And Creative Product Design Based On Brand Strategy

With the improvement of national consumption level and the acceleration of economic globalization,people’s demand for spiritual culture is increasing day by day,which promotes the vigorous development of tourism.As a tourism product closely related to tourism,it is a medium linking people and tourism,and has become a symbol of regional culture.The research on the design of tourism cultural and creative products under the brand strategy plays an important role in enhancing the awareness of tourism cultural and creative products,improving the market competitiveness of tourism products,and promoting the development of urban tourism.Based on the brand strategy theory and user needs,this paper studies and designs Yichun tourism cultural and creative products,which represent Yichun regional culture and urban spirit.Through literature survey and field survey,it obtains the development status of tourism cultural and creative products,and finds out the pain points of Yichun tourism products;Through the questionnaire survey and user interviews,we get the user’s demand for tourism cultural and creative products;Through the KANO model,the paper analyzes the user satisfaction of the requirements,determines the classification and priority of the user requirements,and analyzes the embodiment of the requirements in the design.Through the research of brand strategy theory,the tourism product brand strategy is constructed;According to the characteristics of Yichun regional culture,combined with the implication,Yichun tourism products are taken as the carrier to realize the beautiful connection between man and nature,and the brand name of Yichun tourism cultural and creative products "Yiliji" is determined to inherit Yichun culture;Brand design is carried out around brand logo,brand color and brand packaging;Based on the research of Yichun regional culture,the design elements and style characteristics of Yichun tourism cultural and creative products are extracted.Combined with the needs of users,the design orientation of fragrant gift set with the theme of "Yixiang four seasons" is determined;Incense ceremony is composed of incense stick,incense box,linear incense and led aperture.The design of incense stick extracts the elements of Rhododendron,blueberry,birch and pine tower in the four seasons of "spring,summer,autumn and winter" respectively.The design innovation is carried out from the aspects of style,modeling and function,and the cultural expression is carried out through the modeling collocation between incense sticks.Yichun tourism cultural and creative products series design,created Yichun tourism cultural and creative brand "Yiliji",enhance the market competitiveness of Yichun cultural and creative products.The product design with the theme of "Yixiang four seasons" was completed to express the characteristics and spiritual connotation of Yichun regional culture,promote the development of urban regional culture and promote the development of Yichun tourism industry.